HHCL & Partners to reposition Yorkshire Water as new brand

LONDON - HHCL & Partners has won a brief from the utility company Yorkshire Water to develop an integrated campaign designed to position it as a consumer brand rather than a commodity supplier.

The agency pitched against a number of undisclosed agencies, including

the incumbent, the Leeds-based Brahm, and will work on an above-the-line

campaign breaking in the early summer in the region.

Yorkshire Water, which is owned by the utility conglomerate Kelda, is

keen to reposition its product as a brand and wants to communicate with

its 4.5 million customers as "consumers, not corporate activists".

Richard Emmott, the head of communications at Yorkshire Water, said: "We

don't believe that to communicate with customers you have to convince

them how worthy you are. We are convinced that you can - and should -

treat tap water like a brand."

Nick Howarth, the HHCL managing director, said: "Utility advertising is

invariably worthy, corporate and pretty dull. We're looking forward to

treating Yorkshire Water as a classic consumer brand and producing work

with a bit more punch."

HHCL will work on the account alongside the Manchester-based design

consultancy The Chase, which was appointed to a rebranding task by

Yorkshire Water in April 2001.

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